Segmentation and list health
Builds segments from your CRM, e-commerce or membership data, sets suppression rules, sunsets unengaged contacts and runs re-permission where the record is thin. The list gets smaller and answers better.
Fractional Teammates · Marketing
Lifecycle email, deliverability and consent, in one pair of hands
Segments, lifecycle flows, the sending calendar and inbox placement, handled on agreed days each week inside the platform you already use. The studio steps in when a campaign needs design, development or French copy.
A senior specialist, not a junior placement You own the work and the accounts Reply within one business day
Agent running - queue empty
Flow 04
01
Trigger
Webhook
02
Enrich
Normalise
03
Decide
Policy
04
Act
Resolve
Run log
> Matched 42 records
> Routed 7 exceptions to a human
> Closed 35 tickets automatically
35
Auto-resolved today
6h
Engineer time saved daily
What a email marketing specialist is
OlDevs places a senior email marketing specialist in your organisation for a defined slice of each week, on an ongoing basis rather than a fixed-scope project.They own the programme end to end: segmentation, lifecycle and transactional flows, broadcast campaigns and newsletters, subject-line and layout testing, and the technical side most teams neglect, which is SPF, DKIM, DMARC, sending-domain reputation, bounce and complaint handling and inbox placement. They keep consent defensible under Canada's CASL and the US CAN-SPAM Act, work in whichever platform you already send from, and join your standups. The account, the list and the templates stay yours.
Key facts
- 01Engagement
- Ongoing fractional, quote-based
- 02Focus
- Lifecycle, broadcast and transactional email
- 03Commitment
- A defined slice of the week
- 04Works in
- Your ESP, your CRM and your standups
- 05Typical commitment
- Half to 1 day a week
- 06Judged on
- Inbox placement · Flow share of revenue · List health
Marketing
What running the programme involves
What this teammate takes off your plate
Automated lifecycle flows
Designs and builds welcome, onboarding, renewal, win-back, abandoned-cart and post-purchase automations. Maps the triggers to real events in your systems, then prunes the flows that fire without earning attention.
Broadcast campaigns and newsletters
Runs the sending calendar: briefs, copy direction, build, proofing and scheduling. Keeps cadence honest so a busy month does not turn into three sends in one week and silence after.
Deliverability and authentication
Sets up SPF, DKIM and DMARC, warms sending domains, monitors bounces, spam complaints and inbox placement, and keeps you inside the bulk-sender rules Gmail, Yahoo and Microsoft now enforce.
Testing one variable at a time
Runs subject-line, offer and send-time tests one variable at a time, holds back control groups where volume allows, and reports on revenue and retention rather than open rates alone.
Consent, records and accessible templates
Documents express and implied consent under CASL, keeps unsubscribe and preference handling clean for CAN-SPAM, and builds templates that hold up on mobile, in dark mode and to WCAG 2.2 AA.
Benefits
What changes once the email programme is owned
01
The list becomes an asset again
Marketing can say which segments actually respond and which addresses have been dead since a trade-show import, so plans are built on the people who read you rather than a headline subscriber count.
02
Sending reputation gets an owner
Authentication, complaint rates and the domain's standing become one person's file, and campaigns are no longer planned in ignorance of what a spike in complaints does to receipts, password resets and support replies.
03
The programme runs through busy months
Welcome, renewal and re-engagement sequences keep working while the team is buried in an event or a launch, so contact with your audience no longer stops the week nobody has time to write a newsletter.
04
Competing send requests get sequenced
Sales, events and programme leads all want the whole list this week. One person decides what goes out, to whom and how often, so the same subscriber is not mailed four times about unrelated things.
05
A blocklisting stops being a crisis
A blocklisting, an ESP migration or a slow slide in inbox placement cannot be learned on the day it happens. Someone who has worked through them sits with a team whose sending volume would not fill a full-time role.
06
Flow logic stays in your account
Flows, suppression lists and naming conventions live in your ESP under your login, with the reasoning written beside them, so a change of teammate or agency does not reset the programme to a blank template gallery.
How it works
From first call to first send
A look at the last quarter of sends
We read your list, your platform and what you have sent recently, then say plainly whether this needs a fractional teammate, a project, or nothing more than a tidy.
Written proposal and quote
You get the scope, the weekly commitment, the named deliverables and a quote. Nothing starts until the working pattern and the terms are agreed in writing on both sides.
Authentication and consent checked first
Before new sends go out, your teammate reviews SPF, DKIM and DMARC records, list hygiene, existing flows, consent evidence and template accessibility, and hands you the findings in writing.
A fixed slice of the week
The teammate works agreed days in your calendar, joins your standups and reports where your team already reports, so you always know when the programme is being worked on.
Send, measure, adjust
Each week you see what shipped, what the numbers did and what is queued next. Tests run one variable at a time, and the ones that failed are reported as well.
Who it's for
Who needs this most
Email rewards steady attention and punishes neglect quietly, in a spam folder nobody at your end can see. These are the organisations where that catches up first.
Associations and membership bodies
A large contact list and irregular sending, because nobody owns it. The teammate brings a schedule, a segmentation model and consent records that would survive a complaint.
E-commerce and subscription businesses
The flows were built once and never revisited, and the calendar is whatever somebody remembers on a Tuesday. This is ongoing work, which is what a weekly slice covers.
Teams with an inbox placement problem
Sends started landing in spam after a migration, a domain change or a bought list. Authentication and reputation repair is specialist work and takes several sending cycles.
Long sales cycles and stalled leads
Your CRM is full of contacts who were interested once. Somebody has to build the nurture that keeps them warm without teaching them to ignore your name entirely.
12+
Years of studio experience since 2014
Half
Typical commitment — Half to 1 day a week
EN/FR
Languages this engagement can be delivered in
Other fractional roles
Often paired with
01
CRM & Automation Specialist
A senior specialist from OlDevs owns your CRM for an agreed share of each week: the data model, pipeline stages, lifecycle automation, routing and reporting.
Explore02HubSpot Specialist
Your portal gets objects, workflows, lifecycle stages and dashboards that hold up under scrutiny.
Explore03Conversion & Analytics Specialist
One senior specialist owns your GA4 and server-side tracking, the event design underneath it, and the experiment programme that tests pages, forms and funnels.
ExploreFAQ
What to ask before you start
Yours. The teammate works in whatever you already send from, whether that is Klaviyo, Mailchimp, HubSpot, Braze, Salesforce Marketing Cloud, Customer.io, Campaign Monitor, Constant Contact or an in-house system, rather than moving you onto a platform we prefer. If a migration genuinely makes sense we say so, show the reasoning and scope it separately. Changing platform mid-engagement is a project in its own right.
You remain the sender in law, so the legal responsibility stays with your organisation. The teammate's job is to make compliance practical: recording how each contact opted in, keeping express and implied consent separated under CASL, honouring unsubscribes inside the required window, and keeping identification and address details correct for CAN-SPAM. We are not your lawyers. Where a case is genuinely unclear we will tell you to take advice.
Authentication is quick to correct; reputation is not. SPF, DKIM and DMARC can be right within days, but mailbox providers judge you on how recipients behave over subsequent sends, so recovery is measured in sending cycles rather than a date we can put in a calendar. It usually means sending less, to a smaller and better list, for a while. Anyone offering a fixed timescale is guessing.
We start by reading what already runs and what it produces. Flows that earn attention are kept and tuned, and flows that fire only because somebody built them once are retired. Rebuilding everything is rarely the right first move, because it discards the one thing you have that a new programme would not: a record of how your list actually behaves.
The teammate writes and briefs it in your voice, and a studio writer or designer joins when a campaign needs more than one person. Cadence is set from your list and your calendar rather than from a rule of thumb, and it goes into the plan, so that a busy month does not become three sends in one week and silence afterwards.
When you want one campaign built and nothing more, that is a project and we would quote it as one. When you need somebody available every working hour, hire. When nobody internally can approve copy or supply product and event information, the teammate simply waits on you. And when the real problem is the offer rather than the email, better segmentation will not rescue it.
Let’s connect
Let’s talk about the email marketing specialist gap.
Tell us what is not getting done and roughly how much of a week it needs. We’ll reply within one business day with who would cover it and a tailored quote — no obligation.